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Fifty years after giving us the ideal sports car, the Elan, Lotus is on the ropes. (Again.) Its only path to survival, Ben Oliver explains, is to move on from sports cars.
One of the many problems Lotus has is that, as a long-lived but perpetually struggling maker of semiaffordable sports cars, lots of people have owned one. Most of them feel they can take personal credit for having saved the business and are entitled to say how it ought not to be run, even if they don't have a clue about how the industry operates, last owned a Lotus when they still had hair and erectile function, and don't have any better solutions.
Photo Gallery: This Car Is Killing Lotus - Automobile Magazine